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The CIO and CMO: An Integrated Approach

Technology is no longer limited to the few in a company that look after it and make sure the machines run properly. As we all know, Tech has expanded into every industry and in every organization within company. While this has certainly made for a boon in IT, it also raises questions about how executive level managers interact. The integration of IT into the rest of the business begs the question: who's in charge of projects that involve lots of technology but aren't necessarily IT projects? This article by Glen Hartman looks at just one interaction: the chief information officer (CIO) and the chief marketing officer (CMO). These two find themselves in an interesting and previously unrealized situation: marketing needs to have access to the technology required for successful marketing campaigns. They also need to have the analytics generated through those campaigns and apply the findings immediately. It's not possible for the CMO to make this happen without a strong relationship with the CIO – so how do they get to that point? According to Hartman, it comes down to the CIO and CMO themselves, though there is still quite a distance to go for most companies:

The goals and business outcomes of a successful organization must be in total coordination with marketing and IT.  All parts, such as digital advertising channels, 4G wireless network build-outs, social media channels, digital communications and real-time notification, must become cornerstones of successful marketing strategies for global brands.  At many companies, broad divisions between the functions of CMOs and CIOs remain, and the search for a common language between them seems elusive, as it would appear the two come from different planets. But their differences are a classic case of right-brain versus left-brain thinking and full integration is certainly possible.

What isn't in question is the recognition by IT and marketing that the relationship must exist in order to have a successful marketing effort.

About Matthew Kabik

Matthew Kabik is the former Editor of Computer Aid's Accelerating IT Success. He worked at Computer Aid, Inc. from 2008 to 2014 in the Harrisburg offices, where he was a copywriter, swordsman, social media consultant, and trainer before moving into editorial.

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